Minimal shirts, Maximum impact


The Challenge

As proud football supporters, we were more than happy when the four founders of STRØM asked MMBSY to support them in the PR and influencer marketing launch of their Euro 2020 collection. The Antwerp based fashion label known for their Scandinavian style, designed minimalistic T-shirts with the flag of 8 different countries on. That way supporters could cheer on their favourite team in style… while supporting a good cause! With the proceeds of each T-shirt sold, STRØM enables children who grow up in the most disadvantaged areas of the world to participate in the Right To Play programs. Go STRØM, go!

The Work

We kicked off this campaign by introducing our network of fashion, lifestyle and corporate press to STRØM and supported by a press release on the sustainable Euro 2020 collection. Their brand values and beliefs, love for sustainability and the collection made this crowd go wild. The press release was followed by an intense media follow-up and interview pitching with the founders of STRØM. How we scored the golden goal? We sent key journalists’ a STRØM T-shirt to cheer on their favourite squad and fire up team spirit.

We tackled the second half by getting in touch with some famous football lovers, supporting the Red Devils and even the Italian national team. Loredana Falone and husband Matteo Simoni, Sven De Ridder and Gilles Van Bouwel shared their favourite supporters’ uniform to more than 950.000 of their followers, by creating beautiful family pictures with their football bubble.

The Results

Did we bring it home? You betcha! With an interview in Gazet van Antwerpen, articles in corporate press like Made in Antwerpen and PUB, integrations in shopping pages from Flair to De Morgen Magazine and So Soir, and beautiful social posts, we were able to obtain 39 clippings, with an overall reach of 18.5 million opportunities to see.

On to the World Cup 2022!

Read our other cases here.

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